{"id":13194,"date":"2019-02-20T06:59:47","date_gmt":"2019-02-20T06:59:47","guid":{"rendered":"https:\/\/contentmarketinginstitute.com\/?p=85472"},"modified":"2019-02-20T06:59:47","modified_gmt":"2019-02-20T06:59:47","slug":"what-you-need-to-know-about-native-advertising","status":"publish","type":"post","link":"https:\/\/marketingnewsbox.com\/?p=13194","title":{"rendered":"What You Need to Know About Native Advertising"},"content":{"rendered":"

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Jesper Laursen, CEO of the Native Advertising Institute, defines native advertising as \u201cpaid advertising where the ad matches the form, feel, function, and quality of the content of the media on which it appears.\u201d<\/p>\n

Your target customers are elusive. They\u2019re online all day and consume a lot of media, but how do you reach them with your<\/em> media and your<\/em> message?<\/p>\n

Native advertising can be a solution.<\/p>\n

\u201cYour audience doesn\u2019t respond to traditional advertising in the way they used to do. But they respond to great stories,\u201d Jesper says. \u201cSo instead of putting an ad in a newspaper, you put a good story in a newspaper. You replace your traditional advertising campaigns with content-infused campaigns.\u201d<\/p>\n

Audiences don\u2019t respond to traditional ads like they used to. But they respond to great stories. @jesperlaursen \u200f<\/a><\/span> Click To Tweet<\/a><\/span><\/p>\n

Jesper covers native advertising in a Content Marketing World session, 5 Killer Cases: How to Grow Your Audience With Native Advertising<\/a>. In this article, I share how he recommends using native advertising and provide summaries of the case studies.<\/p>\n

When to use native advertising<\/h2>\n

Jesper shares this diagram showing the typical sales funnel:<\/p>\n

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Take a guess \u2013 where does native advertising fit best?<\/p>\n

You probably guessed the \u201cattract\u201d stage where strangers convert to visitors because strangers become visitors when they visit owned media properties (e.g., your website) to read your content.<\/p>\n

Guess what? Attract isn\u2019t it. While you could<\/em> use native advertising in that stage, it\u2019s more effective later in the buying cycle. Jesper says the sweet spot is between the \u201cconvert\u201d and \u201cclose\u201d stages:<\/p>\n

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People are aware of your brand and have consumed some of your content. Think of your content as fire and native advertising as gasoline poured on it, Jesper says. Native advertising helps your leads convert to customers and helps turn customers into advocates and promoters.<\/p>\n

The sweet spot for #nativeadvertising is between convert & close stages of buying cycle. @jesperlaursen \u200f<\/a><\/span> Click To Tweet<\/a><\/span><\/p>\n

Let\u2019s look at the case studies shared in Jesper\u2019s presentation.<\/p>\n

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HANDPICKED RELATED CONTENT:<\/strong><\/p>\n<\/div>\n

VELUX: Original, long-form video<\/h2>\n

Headquartered in Denmark, VELUX manufactures roof windows and skylights. VELUX wanted to start a conversation around indoor living conditions. It has a lot of data and research about the topic such as:<\/p>\n

    \n
  • Living in damp and moldy homes increases the risk of asthma by 40%.<\/li>\n
  • Kids\u2019 bedrooms are often the most polluted in the house.<\/li>\n
  • Lack of daylight makes 15% of people sad.<\/li>\n<\/ul>\n

    Rather than write an article or build a set of web pages, VELUX created a three-minute, well-produced video<\/a>.<\/p>\n